Morning Update: Klondike Bar plays doctor with a hot candy nurse; Mad Men final season sees drop in ratings in the US; Maxwell House says its coffee is good, not great

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Klondike Bar Plays Doctor With a Hot Candy Nurse, and a New Product Is Born

“Best ice-cream bar ever conceived? That would be the Klondike Kandy Bar, born an indeterminate number of months after an illicit tryst between a regular Klondike Bar and a tall, striking, chocolatey candy-bar nurse—according to a male shopper’s adult-movie-addled brain in this sweet spot from The VIA Agency.”

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Bauer Media Group to launch companion mobile apps in bid to grow masthead sales

Gourmet_Traveller_ipad_1_mumbrellaThe Bauer Media Group is to launch a range of free and paid-for digital apps which will draw from and sit alongside its major mastheads in a bid to draw additional audiences to its magazine brands.

A companion app to Gourmet Traveller magazine will be the first to launch in May, and will be available to buy in the lower tier of app prices. It will use content from the magazine but sit alongside it, providing cross-platform promotion for the brand.

Marcelo Silva, head of mobile at Bauer, said the bundled content strategy is a first for the publisher, and has been developed as a bid to elevate the publisher’s position in the crowded digital marketplace.

He told Mumbrella: “Consumers are really discerning now and they are really in charge of when they want content and how they will pay for it, which is a big shift for us because we are a traditional linear magazine.

“We need to educate and bring the business along for the journey, and the landscape has shifted considerably. These are the sort of things we need to consider to do business and to build sustainable long term businesses.” Read more »

M&C Saatchi wins back NRMA Insurance

NRMA_Ins_Logo_CMYK_PNGSeven years after losing the creative account for NRMA Insurance to Whybin\TBWA, M&C Saatchi has recaptured the business.

The brand won multiple plaudits in both creative and then effectiveness awards shows for its campaign by Whybin which saw a car created out of the parts other insurers refuse to insure as standard.

However, Whybin went out of the creative pitch at an early stage during the tender which kicked off earlier this year, opening the door for M&C which has been actively searching for some substantial new business after losing David Jones to Whybins at the end of last year.

The brief sees M&C, which has hired a raft of new talent in recent months including planner Justin Graham from Droga5 and Ben Cooper from The Monkeys as head of innovation, covering the NRMA, SGIC and SGIO brands.

In a statement this morning head of marketing Anthony Justice said: “We selected M&C Saatchi on the strength of their strategic thinking and creative ideas regarding our direct insurance brands.
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Mumbrella live blog: Tuesday, April 15

Welcome to Mumbrella’s live blog, a rolling media diary of all you need to know in Australia’s media and marketing. Refresh the page for the latest updates.

Top stories:

4:34pm – Mumbrella360 is on June 3, 4 and 5 in Sydney, with discounted earlybird tickets on sale now.  The latest session announced is a study on the secret life of the social video to be unveiled by the University of Technology Sydney and The Works.

Last year’s session from the agency on the real facts about Instagram was one of the most popular of the conference, and you can see a bit below and more here.

4:08pm – There’s an interesting piece from Russ Tucker on the IAB’s website today, and a few theories about why Australia and Asia Pacific in general are starting to punch above their weight in terms of creativity.

Creativity Down Under

3:30pm – Remember to check the FYI section which is updated daily. Today you’ll find a number of stories including one on journalists and creatives banding together to launch Kite Digital Publishing which aims to create beautiful images, inspiring stories and informative articles for brands to help them draw in consumers.  Also covered in the section is creative agency Holler hiring Anton Mills as technical director and Michael Griffiths as executive producer and Meyer Cookware Australia appointing Spinach as creative agency.

2:01pm – Mitchells & Partners has won the federal government media account, taking it from UM Read more »

UM loses out as Mitchells wins $137m federal government media account

Mitchell & Partners has won the hotly contest federal gaustralian federal governmentovernment master media account, Mumbrella can reveal.

The decision on the $137m media pitch is a major blow to media agency UM which, despite a number of wins in recent months including the Coca-Cola media account, will see a major fall in its billings as a result of this decision.

The federal government has this afternoon confirmed that Mitchells, in partnership with Adcorp, will commence work on the account from July 1 overseeing all campaign and non-campaign media expenditure.

“I am pleased to announce that Mitchell and Partners Australia Pty Ltd (Mitchells) has been appointed as the Australian Government’s master media agency for an initial period of four years. Mitchells was awarded the contract following a competitive open tender process undertaken by the Department of Finance, which was overseen by industry, probity and legal advisers,” said John Sheridan, procurement coordinator, Australian Government Information Management Office in a statement.

Luke Littlefield, CEO of Mitchells’ parent company Dentsu Aegis Network, said they were thrilled with the major account win for an agency which has been seeking to redefine itself over the last eight months since the retirement of its founder Harold Mitchell.

He added: “We are absolutely thrilled that Mitchells has been successful in pitching for the Australian Government contract. We are delighted that our talented team; our proven expertise and track record with Government clients; and our commitment to delivering exceptional client service have given Mitchells the opportunity to work with one of the most important and prominent clients in the country.” Read more »

Nielsen finds two million new online audience members amid major changes to its measurement systems

Audience measurement company Nielsen has announced major changes to its methodology and systems that will see the size of the Australian online audience grow by around two million users when the numbers are announced tomorrow, Mumbrella can reveal.

The major overhaul sees Australia become the first market in the world to implement Nielsen’s new data processing platform and also make significant revisions to the rules on its 7,000 panelists, who under the IAB approved hybrid model are used together with tags on websites to measure online audience.

Under the changes the number of Australians now online will hit a record 17.5m, a change which is expected to significantly increase the online audience of major publishers when the Nielsen Online Ratings are announced tomorrow.

Nielsen’s head of media industry group Monique Perry told Mumbrella these changes, which come ahead of the Interactive Advertising Bureau (IAB) tender for the online audience measurement provider, which Nielsen currently holds, are about demonstrating the company’s “commitment to the industry and our desire to continue to work with the industry in the future”.

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JWT set to return to J. Walter Thomson Company as agency celebrates 150 years


Sir Martin Sorrell has hinted JWT is set to be rebranded to its JWT traditional name, the J.Walter Thompson Company, at a breakfast hosted by The Wall Street Journal, The New York Times reports

At the breakfast, CEO of JWT’s parent company Sorrell told the audience the agency has been “talking about rebranding” and praised “the J. Walter Thomson Company brand” as “immensely powerful”.

Going back to the J. Walter Thompson name would be “a slick and a good move,” Sorrell said.

However,  John Gutteridge JWT Australasia CEO said: “At present there is no change to the JWT brand in Australia and it is business as usual.  Information about our 150th celebrations will be provided in the near future.”

But JWT worldwide chief executive Bob Jeffrey confirmed the name-change plans, telling The New York Times the group had decided not to announce the name-change until the end of the year.

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Kellogg’s restructures marketing, six roles made redundant

KelloggsMultinational food company Kellogg’s has restructured its Australian marketing department. making six roles redundant.

The changes have seen the removal of a number of brand manager positions for key products such as LCM, Crunchy Nut and Be Natural.

John Broome, marketing director Kellogg’s Australia confirmed the redundancies, which occurred in February, adding: “We have restructured our marketing department to be more reflective of our current marketing landscape. Read more »

PR Report purchased by the journalists’ union for undisclosed amount

Screen Shot 2014-04-15 at 11.22.33 AMThe union which represents journalists, actors and musicians has made a major play into the public relations space purchasing The PR Report, one of the main newsletters of the PR industry.

The Media Entertainment and Arts Alliance’s (MEAA) decision to buy The PR Report from Glen Frost, who founded it seven years ago, comes after major “turmoil” in the main PR industry body the Public Relations Institute of Australia (PRIA), which saw wholesale changes to its leadership earlier this year after then president Terri-Helen Gaynor was rolled and the board resigned en masse.

MEAA spokesman Paul Murphy denied the move was aimed at the main PR body PRIA. “It is absolutely nothing to do with that. This is about improving our offering to members in that space and we have always had members there,” said Murphy. “We’ve always had members in public relations and communications and if anything we have an increasing number of members in that area. Read more »

GetUp campaign calls out PM for potentially breaking pre-election promise on cuts to the ABC

Activist group GetUp has launched a campaign to protect funding for the ABC, taking aim at Tony Abbott after reports he is set to break his pre-election promise.

A TV ad calling out the Prime Minister over any potential changes has been created for the campaign and members of the group are fundraising to screen the ad in primetime slots in regional and marginal electorates over the next three weeks.

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NZ’s Super Rugby players explain connection to culture in new campaign for Adidas

Advertising agency Iris Worldwide Sydney has created a campaign for Adidas and New Zealand Super Rugby that sees players share the inspiration behind the designs of the 2014 jerseys.

The ‘Alive with Pride’ campaign features a series of videos and posters showing players explaining the cultural significance of their origins and their commitment to the game.

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Bankwest’s Garry the squirrel is off to Brazil thanks to his Qantas Transaction account

BankWest is promoting its new Qantas Transaction Account with a campaign featuring the brand’s Garry the squirrel.

Created by Host, the campaign features Squirrel booking a holiday at a travel agent which he explains is because he’s “squirrelled” away enough Frequent Flyer points through the account to fly to Brazil.

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ACMA to appeal 2DayFM nurse prank call decision to the High Court

2dayThe media watchdog is to seek leave to appeal to the High Court after losing a Federal Court appeal by the Today Network over its investigation of the Royal Prank Call investigation.

In a statement on its website The Australian Media Communications Authority (ACMA) said: “On 11 April 2014, the Australian Communications and Media Authority filed an application for special leave to appeal to the High Court from the decision of the Full Federal Court delivered on 14 March 2014.

“Pending resolution of that application, the ACMA will be making no further comment on the matter.”

The case relates to the death of nurse Jacintha Saldanha, who took her own life in December 2012 after she had put through a prank call by hosts Mel Greig and Michael ‘MC’ Christian, who were impersonating Prince Charles and The Queen, to the ward where the then pregnant Duchess of Cambridge was being treated for acute morning sickness.

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TV platform Zeebox to relaunch as social media site

TV companion app Zeebox has relaunched as a social media platform called Beamly that will compete for users with the likes of Twitter and Facebook.

Jimmy Storrier, general manager of Beamly Australia, told Mumbrella at the relaunch event in Sydney last night the biggest challenge for Beamly will be convincing people to sign up for another social media platform.

However, he said the app will also work with Twitter as a partner and aim to create a point of difference in the social media space by providing an exclusive focus on TV and entertainment content.

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APG chairman Russ Mitchinson moves from DDB to Leo Burnett



One of Australia’s most prominent planners Russ Mitchinson has left DDB and is joining Leo Burnett as its new head of strategy, Mumbrella can reveal.

Mitchinson, who was planning partner at DDB Sydney and is the chair of the Communications Council Account Planning Group (APG), will be joined at Leos by Emma Montgomery who joins as head of connect having spent the past two years leading Starcom Mediavest’s human experience centre.

DDB has also moved to bolster its planning capabilities hiring Sam Payne from renowned London agency Mother as planning director. In Mother’s UK office he worked with clients including Intel, Acer, Unilever and Aria, before spending a year in its China office growing the brand there.

The agency had previously announced the hires of Anna Bollinger from Droga5 as planning director and Mervyn Tan from Autumn:01 as digital planning director.

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News and current affairs dominate as Kerry Packer’s Australian Story more popular than The Big Bang Theory

Viewers chose news and current affairs over entertainment programs last night, as Kerry Packer’s Australian Story attracted more viewers than The Big Bang Theory on Nine.

Nine News won the biggest audience of the night with 1.268m at 6pm, with 1.186m for the second half hour, and Seven was just behind with 1.183m from 6pm and 1.085m from 6.30pm.

Viewers then turned to ABC1 which dominated the 7pm timeslot with 1.064m for ABC News, and continued to hold the biggest audiences for 7.30 and Australian Story.

That show had the second part of Kerry Packer’s life story told by the people who knew him with 1.062m people watching, more than watched The Big Bang Theory which had 1.015m on Nine.

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Secrets of social video to be shared at Mumbrella360

M360New research into the secret life of social video will be exclusively revealed in a session at this year’s Mumbrella360.

The research into social video apps such as Vine, Instagram Video and Snapchat is being conducted by the University of Technology Sydney in conjunction with creative agency The Works.

At last year’s Mumbrella360, a panel on The Works and UTS’ research into Instagram was one of the best received sessions of the event. The two organisations have been collaborating on the Datafication series exploring how Australians use social media and what it means for brands.

Tourism Australia's head of social media Jesse Desjardins (left) and Nicol present last year's Datafication session

Tourism Australia’s head of social media Jesse Desjardins (left) and Nicol present last year’s Datafication session

The Secret Life of Social Video will be presented by Douglas Nicol, creative partner and director at The Works. The findings include: Read more »

Morning Update: Giraffe doesn’t care about your GoPro; W+K Amsterdam debut World Cup 2014 Powerade campaign; Instagram closes Peaches Geldof’s account

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

Mashable: Giraffe Doesn’t Care About Your Silly GoPro

“This giraffe knows what GoPro’s up to, and he’s not having any of it.

For its latest advertisement, GoPro placed its product in the path of danger. Before long, a looming giraffe appears in frame, and gives the camera a swift kick before continuing on its way.”

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